Ducati Sale: First Harley-Davidson, Now Benetton?

More suitors for the Bologna company make their intentions known

Benetton is the Italian company known best for its gloriously colorful sweaters; now the rumor mill is churning with its reported 1.2 billion euro bid for Ducati.Benetton

Rumors are piling up about the case of Audi looking for someone to pony up a 1.5 billion euro check to acquire Ducati Motors. The times are only mildly favorable for a sale of this size; new motorcycles sales are strong only in the Far East continent markets and what really sells there are low cost, strong, reliable, easy-to-service utility bikes, not superbikes with highly sophisticated engines that need servicing by specialists in emergency room-clean shops.

Yet Ducati Motors' image has grown so bright that the operation might appear very attractive to a number of investors, not necessarily coming from the motorcycling industry. First rumors mentioned Harley-Davidson, mighty Indian conglomerate Bajaj, and an undisclosed Chinese company.

“Benetton owned the Formula 1 team that led Michael Schumacher to his first F1 World title.”

Personally I strongly doubt that anyone from Wisconsin will be willing to renew their recent and not too positive Italian experience. Today’s Italy would not be an easy turf for an American company to tread on because Italy is not going through its best financial and social times: unemployment is sky-high, and dissatisfaction about politicians is rampant, especially with the constant flow of illegals from Africa allowed in the country. But still, Italy can rely on her incredible ability to stay afloat and recover even from the worst wrecks.

And suddenly a very credible rumor materialized recently about a big Italian investor that might have put down a 1.2 billion euro bid for Ducati: none other than Benetton, king of fashionable sweaters and leisure wear and among the most capable financial investors in Italy. Benetton, among others, own the Autogrill service stations and snack bars network on the Italian highways, and also abroad, and they made it a very profitable business. But this is only one example of its ability to run profitable business outside the fashion business. Benetton owned the Formula 1 team that led Michael Schumacher to his first F1 World title.

Michael Schumacher raced for the Benetton-owned Formula 1 team, twice bringing home the World Championship title.Benetton

Nobody in Borgo Panigale commented for the very simple reason that any deal about the future of Ducati is being dealt over their heads, in Ingolstadt. And it might even happen that Audi might decide not to sell: Ducati Motors is one of the few, highly profitable motorcycle companies. Yet, on the other hand, the new V-4 Superbike project will require massive investments that might not come home all too quickly, because the superbike market is depressed just about everywhere. A solid financial backing like the one Benetton is presumably offering would be able to ensure a strong future for Ducati, while keeping patriotism alive and well in Italy.